Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
At ActivEngage, we’re not just at the cutting-edge of chat technology, we also eat, sleep, and breathe live chat strategy. Our unique methods have helped us become the most trusted live chat provider in the automotive industry.
Today, we want to share some of our best-kept chat secrets that will undoubtedly increase your dealership’s bottom line. Really...your online shoppers will fall head-over-heels (or men’s dress shoes) for you, and never do business elsewhere.
Let’s get started:
To be the most respected dealership on the market, you CANNOT be at the beck-and-call of your online shoppers. A6 second pick-up time doesn’t give shoppers enough time to really want to do business with your dealership.
In fact, the longer you make them wait, the more likely you are to weed out the casual shoppers from the shoppers further down the sales funnel. It’s kind of like dating!
You know what always works? Utilizing a backup live chat service.
Because nothing says, “I want to start a professional relationship with you,” like having them wait an extra 30 seconds to be acknowledged. They’ll LOVE the anticipation.
Never, ever, EVER let your chat team answer automotive-specific questions on your behalf. This is live chat customer service 101.
Instead, play coy with them. It’s one of the biggest reasons why shoppers love using live chat: the mystery!
To keep the mystery alive throughout the conversation, have your chat team answer shoppers’ questions exclusively with questions. For example, if Tom chats in asking about the towing capacity of your new Chevy Silverado, the chat rep’s response would be something like,
“Can I have your phone number and email address so the appropriate person can get back to you with that information?”
As simple as that -- the chat conversation should only last about a minute or two. Your shoppers will be immediately intrigued by the lack of helpful information and practically beg your chat representative to take their full contact information!
After a live chat conversation with your online shoppers, some chat providers will tout that the best chat follow-up process is immediate and organized.
Whoa there. Wait a minute. Have you never heard of the 3 day rule?
The thing you need to know about today’s shoppers is that timing is everything. That means that you can’t be desperate; you have to play it smart and be tactical. By giving shoppers time to miss you before you follow-up with them, it’ll increase their desire...no, their NEED to do business with you.
And remember, when writing a follow-up email:
Have more than one employee follow-up with the same shopper. You know, to continue being mysterious and all. Keep them asking, “Who is my rep?”
Play it cool with your personalization by misspelling their name, or yours. Oh heck, just don’t include their name at all! Dear [First Name] has a nice ring to it.
Don’t answer the shopper’s initial question. Instead, just ask for their contact information again and imply that they have to stop by the dealership if they want to know the Silverado’s towing capacity!
To make up for this little prank, here’s a free eBook to really help you avoid the pitfalls of bad chat conversations: